Amanda Laing has officially returned to Nine, taking on the newly created role of Managing Director for its Streaming and Broadcast division.
Most recently, she was chief commercial and content officer at Foxtel Group and managing director at Binge.
Mediaweek had reported Laing’s impending move back to Nine in January, with her appointment set to bring together Stan, 9Now, Broadcast Television, and Radio, as the group accelerates its strategic transformation with an operating model reset and a new executive team.
As part of Nine’s strategic transformation program led by CEO Matt Stanton, the business will be streamlined into three consumer-focused divisions: Streaming and Broadcast, Publishing and Marketplaces.
The three divisions will be supported by Group functions working across the business, reducing duplication and introducing consistent, company-wide processes, which are critical for Nine’s ongoing cultural transformation.
Matt Stanton
Big changes ahead
Laing’s return signals a potential shake-up within Nine as the company continues to adjust to an evolving media landscape. With various divisions now under her purview, including Stan and Nine Television, staff are bracing for further structural changes.
Among those now reporting to Laing are Nine’s Director of Television Michael Healy, Head of Radio Tom Malone, and Stan’s Acting Managing Director Dan Taylor.
Commenting on the reshuffle when it was first announced Stanton said: “Our operating model reset will help accelerate the strategic transformation underway at Nine by improving how the different parts of the business work together.
“Our new approach will better position the business to manage the challenging external environment and ensure the company is future-fit to sustainably deliver for our consumers, partners, shareholders and people.
“Aligned with the greater accountability that flows from resetting the operating model, I’m pleased to unveil a new and focused Executive Team to lead Nine through its next phase of growth.
“The appointment of Amanda, one of the top media executives in the country, will add extraordinary industry expertise and energy to Nine’s experienced Executive Team in 2025,” he said.
Turbulent times
Laing’s appointment comes at a time when Nine is seeking stability after a turbulent period, marked by the fallout from its Culture Review and the departure of senior executives.
Laing is widely regarded as one of the top media executives in the country, with her track record in content and commercial strategy making her an invaluable asset as Nine steers through these challenges.